This Is Why Marketing In The Social Era Is So Hard To Get Righthttp://www.businessinsider.com/marketing-in-the-social-era-is-a-lot-like-falling-in-love-2012-3/comments
en-usWed, 31 Dec 1969 19:00:00 -0500Fri, 09 Dec 2016 22:21:30 -0500Nilofer Merchanthttp://www.businessinsider.com/c/4f749706eab8eab37d000001Jennifer GeislerThu, 29 Mar 2012 13:08:22 -0400http://www.businessinsider.com/c/4f749706eab8eab37d000001
Great article Nilofer. I appreciate your perspective and agree that consumers can very influential and well informed. As Marketing Director at Cisco, I have found that creating an interactive community at conferences and events creates an engaging experience and allows for users to continue the relationship at any time, before, during or after the event. This community further boosts interest, participation and interaction and allows the relationship to grow even as they get further away from the event. Thank you for the great read, Nilofer, I hope to see businesses fully understand the many aspects that involve successful social media marketing.http://www.businessinsider.com/c/4f61e328ecad04103800000balisoncummingsThu, 15 Mar 2012 08:40:08 -0400http://www.businessinsider.com/c/4f61e328ecad04103800000b
Nilofer, you are so right about the importance of asking the right questions. That, to me, is fundamental. From my experience, there is also the issue of misplaced focus, i.e. being on how to adapt/integrate the "technology" without considering the culture and people.
To continue your analogy, healthy relationships require trust. And transparency. They are not always neat and tidy, but can be messy at times. Basically, social media represents everything the traditional patriarchal organization fights so hard to maintain: 100% control of its image, and its employees.
Frankly, I think it will take older, more traditional companies turning over a whole generation of boards and management for any significant change on this front. Before the "800-pound gorilla" can be transformed into a fleet of 800 nimble gazelles, a restless herd of elephants awaits.